Havana Club
Leading the rum revolution by recruiting the next generation of rum drinkers.
Strategic Thinking / Design Direction / Visual Design
Work done as Design Director at Impero.
Repositioning a rum icon for the Gen Z market
Havana Club is the fifth-largest rum brand in the world – but it knew that in order to become number 4, 3, 2 or 1, the brand needed to be bold, and it needed to find new consumers.
They came to us with a brilliant ambition: they wanted to be a cult brand. So we set out to create a new global strategy and brand for Havana Club to recruit the next generation of rum drinkers.
Drawing on our Cuban roots: bringing raw, low-fi and DIY aesthetics to Havana Club.
We’d embraced the high-low lifestyle – bringing just the right amount of glamour to the streets, and bad-ass trashiness to the luxe. We’d be brand proud, embracing our identity with confidence, and most importantly… we’d not take ourselves too seriously.
We created the anti-style guide for Havana Club, where rules were meant to be broken. After all, we should all have a bit of fun, right?
An activation strategy:
Street culture collabs
